Translation Of Sports Advertising Language Under Schema Theory

As the economic globalization of the world, the sport is one important way to represent the cross-culture communication. So the translation of the sports advertisement becomes more and more important. Sports advertisement can reflect the culture and spirit of the country and the enterprise of the sports business. The good translation of the sports advertising language not only can stimulate the dire of purchase of the customers and of accepting the product and services, elevating the economic profit of the corporate, but also can convey the sportsmanship and culture represented by the products, improving the cultural communications of the Chinese and Western countries.The schema theory has been studied by many scholars in the field of the comprehension, cloze and translation. It has a long history. Nowadays, the schema theory is applied in the translating field by more and more researchers. This paper, adopting the methods of the analysis and comparison and quoting the sports advertising languages of both Chinese and English-speaking countries, studies the translating features of the sports advertising language from the respects of the linguistic schema, formal schema, content schema and cultural schema and point out the requirements for the translators.The paper points out the important significance of the translation to the economy and cultural communication.The linguistic features of the sports advertising are simple, close to culture and apparent alliteration, so the requirements of the translation in the linguistic aspect are plain, rhythmic and easy to remember. By this way, the slogans here can be easily remembered by the people so as to be repeated again and again.Because of the unique form of the sports advertisement, there are same features in the formal schema. It consists of the slogans, the main introduction which can be divided into the headline and body as well as the culture. However, for the different thinking ways between the Chinese people and the western people, the difference of the formal schema also exists. Generally, the Chinese sentences are usually four-word sentences and the passages are organized by the meaning; the English sentences are organized by the conjunctions, prepositions and participles and clauses. The sports advertisement can be categorized as the expository text and general-specific pattern.The content schema is the main part of the sports advertising language. The comprehension and re-organization are the main steps of the translation. In the comprehension, the first and the important thing is to activate the schemata in the translator's mind. At the same time, in order to comprehend better, the translator should adjust and enrich the schemata. Re-organization is mainly pointed to the target readers. With the preparation of the schemata, the translator activates the schema in the target readers' mind by using proper explanation.The cultural schema is important for the cross cultural communication between Chinese and Western countries. The culture and the sports have a very close dialectical relationship. In order to make the cultural schemata properly translated, the translator should give different degree explanation according to the context.With the development of the cross-culture communication, the translator should continuously update his knowledge about the sports from the respect of linguistic, formal, content and cultural schema.